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Handbook on Cross-Cultural Marketing
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Handbook on Cross-Cultural Marketing

9781788978538 Edward Elgar Publishing
Edited by Glen H. Brodowsky, Professor of Marketing and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US
Publication Date: 2020 ISBN: 978 1 78897 853 8 Extent: 304 pp
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

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Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international.

Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined – only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today’s technological, always-connected world.

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, addresses the methodological challenges of cross-cultural research, and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field’s foremost experts.

Contributors
Contributors: H.F. Allman, S.K. Balasubramanian, G.H. Brodowsky, B.R. Chabowski, A.P. Cui, M.R. Czinkota, P. Ghauri, G. Gistri, J.L. Graham, P. Harris, K. Hewett, S. Hollensen, V. Kumar, C.A. Nelson, O. Ozdemir, A. Parvatiyar, H. Patwardhan, D. Pillai, E.S. Rhodes, N.I. Sabour, S. Samiee, C.P. Schuster, J.N. Sheth, F. Trompenaars, M. Winchester, T. Winchester, P. Woolliams, A. Yim



Contents
Contents:

Foreword xiii
Jean-Claude Usunier

1 Introduction to the Handbook on Cross-Cultural Marketing 1
Glen H. Brodowsky

PART I CROSS-CULTURAL MARKETING THEMES AND THEORIES
2 Cross-cultural marketing insights 9
Camille P. Schuster
3 Glocalization: companies’ search for the right balance between
globalization and localization 20
Svend Hollensen
4 The country image literature: intellectual basis and future
research directions 37
Saeed Samiee and Brian R. Chabowski

PART II METHODOLOGICAL CHALLENGES OF
CROSS-CULTURAL MARKETING RESEARCH
5 Cross-cultural market and marketing research 52
Michael R. Czinkota and Camille P. Schuster
6 Methodological issues in cross-cultural research: establishing
equivalence 65
V. Kumar

PART III APPLIED CROSS-CULTURAL MARKETING RESEARCH
7 Consumers’ perceptions and attitudes toward product
placements: exploring similarities and differences between
Finland and the United States 83
Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri,
Nadia I. Sabour and Hemant Patwardhan
8 Global luxury brands: researching cross-cultural differences in
motivations to consume 104
Annie Peng Cui, Christopher A. Nelson and Alexis Yim
9 Intra-national cultural differences in thinking styles and the
importance of technological product attributes for brand perceptions 115
Kelly Hewett and Helena F. Allman
10 Partnerships in cross-cultural marketing and retail
internationalization: research propositions 133
Fatima Wang and Pervez Ghauri
11 To the big go the spoils: empirical evidence of the advantages
of large players in global and local markets 152
Maxwell Winchester and Tiffany Winchester
12 Family-owned businesses in the global marketplace: a taxonomy
for generational evolution and directions for future research 166
Phil Harris and Ozlem Ozdemir
13 The impact of indigenous administrative norms on cross-cultural
research: leveraging smartphone platforms to reduce potential
bias threats 187
Eric S. Rhodes

PART IV NEW PARADIGMS AND FUTURE RESEARCH
14 Marketing research across cultures 204
Fons Trompenaars and Peter Woolliams
15 Advances in methods and theory for research in international
business negotiations 225
John L. Graham
16 Future directions of cross-cultural marketing research 249
Jagdish N. Sheth and Atul Parvatiyar
17 The future is now 265
Glen H. Brodowsky

Index 277

This title is available for institutional purchase via Elgaronline.

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